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Epic themselves have stated that iOS is nowhere near half of their North American customers.

As for the lights being turned off - Epic did that to themselves. Even after filing the lawsuit they were given the option to remain in the store, by both Apple, and the court, as long as the returned to compliance with the rule. They would have been able to continue their lawsuit while still shipping through the App Store.

Epic is completely responsible for the damage to their own business and to their customers. They were given the option to continue both the lawsuit, and to sell through the App Store, which they declined.

As for being cut off from customers. It’s worth considering that Epic is part owned by TenCent, and must remain on good terms with them if they want to retain access to the Chinese market.

The totality of the Chinese market is larger than the iOS segment of the US market. There is no reason to suppose that this move is not driven by the desire of the CCP to reduce Apple’s power.

That would be a good explanation for why they are continuing to harm their iOS customers when they don’t otherwise have to. Perhaps they chose to take that hit because it’s less than the hit they would take if they were forced to exit China.